As OJO entered year six of their startup journey, they had a strong team, a handful of acquisitions, and a big goal to bring something new to the real estate industry.
But they found themselves at a crossroads, needing to make big business decisions around the brand, the product, and team, and were seeking a guiding compass.
We started by tackling tough strategic questions about the company: its name and equity, the influence and architecture of new acquisitions, and the foundations needed to move beyond home search and into the entire ownership journey.
To unlock OJO’s next phase of growth we worked together to define their purpose, and then use that to build and launch an updated brand.
Deeply rooted in customer understanding, the new OJO purpose rallied the company around a unifying goal: “Equip anyone to unlock the abundant benefits of home ownership.”
From these foundations, we designed a new logo, brand identity, and tone of voice that conveys warmth, optimism, and empathetic support.
Our story platform “Make Moves” has also become the rallying concept that unifies action, messaging, and decision making throughout the company – stemming from their newly defined purpose.
We created social content that showed off how OJO is a different kind of home ownership app. With features like the ability to sort by the things that matter most to you – whether it’s school district or hardwood floors.
To bring the purpose to life through design, we needed to create a brand that feels like home.
We created a call to action to empower people to make progress on their home ownership journey. We invited them to Make Moves. Because OJO’s tools allow you to take action – no matter how big or small; no matter where you are along the path.
We created social content that showed off how OJO is a different kind of home ownership app. With features like the ability to sort by the things that matter most to you – whether it’s school district or hardwood floors.
We leveraged OJOs partnership with Thumbtack to pay off its promise to be a partner to its users throughout the journey. Homeowners could leverage a Thumbtack subscription to make regular improvements to their homes – that would ultimately lead to better resale value.
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